Taking Into Consideration the Customer Journey in Your
Pay per click advertising, just like other internet marketing tactics, is a numbers
game. SEO agencies and marketers are focused on ROI, CPC, CPA, conversion
rate and CTR. All these facts and figures are important. They are the ends. The
measurable successes. The key performance indicators.
However, in order to achieve this, internet marketers should step two steps back and
look at the bigger scheme of things and take into consideration what’s happening on
the other end of the spectrum – the customers. It is quite easy for a PPC marketing
company to forget that there are complex personas behind straightforward empirical
data and that there is no way to achieving great numbers without going through the
Diving into the Intangibles: It’s Emotions Taking Over
When people who respond to search ads go online, they ultimately want to purchase
a product or avail of a service. However, it’s not that immediate. A customer journey
starts with an emotion and there are two polarized emotions that are notably strong
when it comes to influencing a customer’s buying behavior which should be taken
into consideration when developing a pay per click advertising campaign: hope and
Hope is something that drives consumers to look for a solution to a current
predicament. “I want to have clearer skin; I will look for good dermatological products
online.” “I hope to finish my degree in the easiest and most convenient way possible;
I will look for classes I can take at the comforts of my home online.”
The other emotion is fear. And this is not just about having a gloomy doomy
perspective in life. Fear, at least how a PPC marketing company should look at it,
can push people to look for better options to what they currently have because they
are afraid that they are not getting the best they can.
A Search Engine Query is Packed with Emotions
Aside from these emotional motivators, every search entered into search engine
follows a wave of emotions which SEO agencies should take into consideration:
What is the best link in this results page? (Desire to have the best)
Will I fine what I need? (Uncertainty)
Who are these URLs? (Fear of strangers)
Do I know and trust them? (Doubt)
When developing PPC campaigns, it is important to know how emotions progress
and your copy should address these fears and hopes. Your words should be
carefully chosen in order to pacify the worst fears and to nurture the brightest hopes.
The way your ads should be crafted should address these fundamentals. At the end
of the day, internet users should feel that your ads are talking to them in a way that is
relevant to what they desire.
Your Landing Page – The Pot at the End of the Rainbow
Once you convinced your target market to choose your link, your landing page must
make their decision to choose you and not everyone else worth it. Internet users
know what they want and when they arrive at your landing page, they should see
that you are indeed what they are looking for.
SEO agencies are held accountable for concrete proof that the ad spend of their
clients are going somewhere and the pressure to deliver huge numbers is ever
present. However, in order to do so, a PPC marketing company should not forget
that an ad campaign is essential for humans and that they should humanize PPC
campaigns the best they could.
Author is working as an Internet Marketing professional in a San Francisco SEO
company. He likes to write informative articles on various topics related to Internet
Marketing. Through this article, he wants to share his knowledge with people who
are about to hire an SEO Company for their businesses.